KOLs Are Not Billboards

What is KOL?

KOL (Key Opinion Leader) is a person who has the influence power over a specific group of audiences due to their knowledge, position or relationship with their followers. They may also be an expert in a particular industry (e.g, beauty, health, fashion) who helps shape public opinion, mostly through social media platforms.

If you’re in PR and marketing, you will have seen how KOLs have become more prominent over the last 10 years. Brands used to ask, “Who are these KOLs? I want traditional media, not KOLs.” Now, you see KOLs at every event, and even kids are saying, “I want to be an Influencer! I want to be a YouTuber!” 

In 2026, KOLs are no longer optional. They are your sales engine, content creators, and brand ambassadors. And now that brands are eager to work with KOLs, the key is to approach them as collaborators rather than just marketing channels. Behind every account is a person who can bring creativity and expertise to showcase your brand. Treating them like a number for a one-off campaign rarely leads to meaningful results. The most effective collaborations happen when brands respect the KOL’s opinion, value their time, and acknowledge the trust and credibility they’ve built with their audience.

Treat People Like People

I remember those days when social media was just beginning. We organised events and invited bloggers, media, KOLs to attend. Before the event, one thing we always tried to do was study their names. It felt a bit like how our parents taught us when we were young “remember to call uncle and aunty”. I think the same mindset applies here. This is from one of the KOLs, and she said “Only you guys can remember our face and our name”. There are so many people at events, so it’s not easy to remember everyone. So when you do, it really means something. 

We tried to put ourselves in their shoes. If I were a KOL, how would I want an agency or brand to treat me? One simple example: whenever I go somewhere new, I try to leave home earlier because I know I might get lost. We didn’t want our KOLs to come to our events with the same worry. So whenever we host an event, we make sure to send clear directions beforehand. KOLs really appreciate these small efforts. In fact, we even have a media friend who still remembers this and thanks us for it to this day. 

In this fast-moving world, when what everyone is doing more on the surface, sending a fancy PR gift is rarely enough to make a KOL remember your brand. As Maya Angelou once said, “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

Real Content, Not Just a Messenger

KOLs understand their audience better than anyone. That’s something we always remind our clients. I have a designer friend who always jokes that after many rounds of revisions, the client somehow ends up choosing the first version anyway. So sometimes, we just need to trust their expertise. There are KOLs who choose not to follow scripts, preferring to keep their content as natural as possible. And while we understand that this isn’t possible all the time, it’s definitely worth proper consideration.

We believe KOLs are often the starting point of curiosity. Their role is to spark interest and introduce your brand in a way that feels organic. If the audience is interested, they will take the next step to learn more. There’s no need to overload the content with excessive information. If you use Xiao Hong Shu (Red Book), you’ll notice the platform often restricts sponsored posts because they understand the audience doesn’t want branded content. So we always tell our KOLs the brief is a guideline, not a script. We share ideas, but we encourage them to build on it and often, they come back with something even better. The best part is getting to brainstorm together. When creators are trusted to communicate in their own way, the message feels real, and real content performs better.

Value People

Often, clients ask, “Why is this KOL’s rate so high for just one post?” I get it — it’s easy not to see all the effort behind the scenes. Many KOLs I know spend a lot of time and effort on each piece of content and it takes years to build credibility. 

I’ve also seen KOLs who post content every day. It may also look easy, but it actually takes a lot of practice and experience, a KOL said he had to train himself to be able to produce content within 15–30 minutes, from shooting to editing. While you’re sleeping, he’s still editing videos. While you’re out and he is replying to clients. KOL life may seem exciting, but that’s only what you see in front of the camera and what they want you to see. 

If you saw the recent Singapore Disney Cruise KOL trip, one creator mentioned that she had just finished watching the fireworks and within minutes of checking her phone, several KOLs had already posted their fireworks content. That’s how competitive and fast-paced this space is. They have to be a creative thinker, video editor, stylist, and even a client manager: a “Bao GA Liao” managing everything on their own. That’s why some KOLs require a full team to support them in producing quality content and keeping their audience engaged and updated. Paying KOLs fairly acknowledges the trust, effort, and credibility they’ve built over time.

There is also a common misconception: “We’ve already paid the agency, why do we still need to pay the KOL?” Or the assumption that agencies can secure free postings through past relationships. The reality is simple, nothing comes for free. Strong relationships may open doors, but they do not replace fair compensation.

A fair and reasonable budget shows that you understand the value of their time, creativity, and audience influence. More importantly, it signals that you see the job of KOL as the profession that it is. 

Always ask: Are we doing it right?

In today’s market, many brands want results that are fast and inexpensive. Yes, the “pay-and-post” approach might feel like the easiest way to do things but it misses the point of KOL marketing. Consumers today are very smart. They can easily tell whether a post is paid or genuine. What people want now is real content and honest reviews. It is more valuable to build a group of KOLs who genuinely love your brand and products, rather than a sea of human billboards. 

Does that sound like too much work? 

You know who to call. ;)